Shifting Middle East sports diplomacy amid the shadow of war… Will the 2036 Olympic landscape change?

*This content was translated by AI.

Sports have long been used as the most powerful "soft power" to reshape national images, transcending politics and diplomacy. In particular, Middle Eastern countries have made sports a core pillar of national strategy over the past two decades, backed by massive oil revenues. From the World Cup, Olympics, and Asian Games to international football tournaments and various professional sports investments, sports have become a new arena for Middle Eastern nations to compete in national prestige.

At the center of this is Qatar. Qatar successfully hosted the 2022 FIFA World Cup, surprising the world. It stands as a representative case of a small nation dramatically elevating its national brand through sports. Beyond its existing image as a desert country, Qatar succeeded in transforming itself into an international sports hub and a global diplomatic platform. Since then, Qatar has naturally shown strong interest in bidding for the 2036 Summer Olympics.

However, the Middle East's geopolitical situation has recently shaken dramatically. In particular, military tensions between the United States and Iran, along with regional instability, have reinforced the perception in the international community that "the Middle East remains an unstable region." Among the most critical elements of sports events are "safety" and "stability," and the current situation in the Middle East is creating significant burdens for the international sports community.

Saudi Arabia, another strong contender alongside Qatar for the 2036 Summer Olympics bid, is grappling with similar concerns. Saudi Arabia has already secured the right to host the 2034 FIFA World Cup and will also hold the Asian Games in the same year. Moreover, Saudi Arabia has aggressively invested in the global sports market with massive capital, demonstrating influence strong enough to disrupt the existing global golf order, particularly through the LIV Golf League.

However, amid recent Middle East security crises, Saudi Arabia is showing signs of adjusting its investment pace and reviewing its projects, including halting funding for LIV starting next year. The originally planned 2029 Winter Asian Games, promoted through the NEOM project, has also been abandoned, with the host city changed to Almaty, Kazakhstan. This indicates that Saudi Arabia's sports strategy, once seen as "unlimited investment," is beginning to consider realistic adjustments amid international political developments, economic burdens, and political risks.

Consequently, the race for the 2036 Summer Olympics is also entering a new phase. With the momentum of Middle Eastern countries somewhat weakened, the focus of the international sports community is shifting again to other regions of Asia. At the center of this is India.

India is actively exploring its possibility of hosting the 2036 Summer Olympics, leveraging its status as the world's most populous nation, explosive economic growth, and a vast sports market. In particular, the Indian government and sports community are cultivating Ahmedabad, the central city of Gujarat state, as a key candidate city. Ahmedabad is currently undergoing large-scale sports infrastructure construction and is strengthening its image as an international sports city centered around the Narendra Modi Stadium, the world's largest cricket stadium.

Above all, cricket is the core of India's sports industry. The Indian Premier League (IPL) has already grown into a world-class sports business model, exerting massive influence in broadcasting rights and sponsorship markets. Noting the market potential and growth prospects of Indian cricket, the International Olympic Committee (IOC) approved cricket as an additional sport for the 2028 Los Angeles Olympics. Indeed, within the IOC, the view that "after China, India will be the future market for global sports" is becoming increasingly strong.

In contrast, South Korea still appears to have not fully sorted out its internal preparations. With domestic bidding discussions between Seoul and Jeonju remaining unclear, South Korea has not been able to take the lead in international competition. Hosting the Olympics is not merely a sports event but a national strategic project. Consistent direction from the central government, local governments, the sports community, and the political sphere is of utmost importance.

Sports diplomacy is ultimately a competition that showcases a nation's stability and future vision. While massive capital and spectacular events are important, "stability" and "sustainability" are now becoming core competitive advantages. Amid this Middle East security crisis, the 2036 Olympic bid race is becoming a symbolic stage of international politics and sports diplomacy that will show which region the world will evaluate as the most stable and future-oriented central axis.

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*This content was translated by AI.